The word brand comes from English words brand and trademark, which refers to the brand on horses, cattle and sheep in the Middle Ages to distinguish different breeders; Today, the word brand has become one of the most important keywords in our lives.
One, the concept of tea and product brand
Pu 'er tea is famous all over the world, giving a name of tea; A handful of manufacturers with the historical background of planned economy and state-owned enterprises have achieved one or two brands without competition in that particular era, and today they have become the targets of a large number of counterfeiters, and even become the currency of Pu 'er tea. The product personality is very indifferent in the minds of consumers. There are many new registered brands, and there are many kinds of them. Up to now, there are more than 2, large and small manufacturers of Pu 'er tea registered in the industrial and commercial departments, and more registered in the trademark department. Except for some slight influences in the industry, there is no brand impression among the general end consumers.
There is no doubt that Pu 'er tea has some characteristics, but what is certain is that it has become a cultural fashion today. Compared with other fashion industries, the operation and marketing of our whole industry is self-evident, but as far as brand marketing is concerned, the gap is self-evident. We are now a dime a dozen Pu 'er tea brands exposed to the light of the big climate and environment. "It rains all the time, and everyone gets wet"-we can't list which manufacturer can have obvious modern characteristics in brand marketing, so "having tea and no brand" is the first problem of Pu 'er tea brand; Therefore, some people say that Yunnan tea is "first-class product, second-class marketing and third-class price". This statement is reasonable, but it is still too modest. The statement of seeking truth from facts should be: "Superflow resources, first-class raw materials, second-class products, third-class marketing and fourth-class prices-all because of the fifth-class brand; These five schools of Pu 'er tea are all because our thoughts are not willing to merge with modernity.
Because of this, in 25, the most influential "caravan going to Beijing" incident in China tea industry greatly attracted the attention of the people all over the country, which was very good. However, the brand connotation of Pu 'er tea has not been displayed; Therefore, the second step should be to attract the minds of the people of the whole country, which is not enough just to have a tea.
Paul made shoes, how to meet the strangulation battle in China?
what should an enterprise do well in brand transformation? What should a foreign brand analyze when it enters a new brand field in China? In the double strangulation of air and ground, how should the positioning strategy of enterprises be formulated? How can the creation of a new brand take advantage of the original brand?
locally, more and more brands in China have begun to stride abroad, and constantly study the local market in order to integrate into foreign consumer culture. Similarly, many world-famous brands that entered China from abroad in the early days are already familiar with the localization of the China market.
Procter & Gamble was founded in Guangzhou in 1988. At present, it has many well-known brands in China market, such as Rejoice, Head & Shoulders, Pan Ting, Olay, Hushubao, Blue Wave, Tide and Shufujia. It can be said that Procter & Gamble is a very successful big brother in multi-brand operation. However, Nestle's brand strategy is a horizontal and vertical extension under a parent brand. Nestle mainly produced milk-based baby food in its early days, but now it is the world's largest producer of instant coffee, chocolate and candy, milk products, baby nutrition and mineral water. Is one of the world's leading producers of ice cream and many other foods and drinks.
whether it is a multi-brand strategy or a single-brand extension strategy, it is of great significance in the course of corporate brand development. Enterprises will face such problems when they become bigger and stronger. The Englishman, who pretends to be an old-school gentleman, has a different path from Procter & Gamble and Nestle in the change of the famous British brand Paul in China, from royal leisure on the golf course to the creation of leather goods, and finally settled on the word leather shoes. What enlightenment can the change of a foreign brand bring to domestic enterprises?
From the water of Nongfu Spring to the beef stick of Mama brand, to the turtle pill, and then to the research and development of AIDS vaccine ... There are too many traces of Paul on the road of Yangshengtang, and the transformation of Wahaha from water to clothing and daily chemical products also has traces of these enterprises ... What does a brand need to surpass? How can we sublate the connotation of new and old brands? Paul's twists and turns may explain something.
in the late 19th century, the polo game of the British royal family was in a period of vigorous development, and the style and function of the ball clothes became a comparison between the members of the royal family and a symbol of their status. As a royal designer, meisdo designed the first professional polo suit for the royal family, which was deeply loved by the British royal family.
in the following ten years, meisdo brought his design talent into full play through constant innovation and breakthrough in traditional creation, and in 195, he founded the British Paul brand-－polomeisdo, which has always been loved by nobles. In order to make the brand go global, Paul's family opened stores in London, Rome and other places in 1945, which set off a wave of polomeisdo frenzy in Europe.
Up to now, Paul in Britain has been highly praised by middle-and high-class consumers in Britain, the United States and Southeast Asia, and now he is gradually supported and recognized by some consumers in China market. The development process of British Paul brand from golf series to clothing, leather goods and even footwear industry has been highly concerned by brand builders.
Paul failed in the first battle of shoemaking
Although the shoemaking industry is a traditional labor-intensive industry in the world, it is one of the most competitive industries in China. Since 199s, China's shoemaking industry has grown rapidly. At present, China has become the largest shoe-making country in the world, and the output and export volume of footwear products have ranked first in the world.
In terms of consumption quantity and market capacity, in recent years, China has consumed nearly 2 billion pairs of shoes every year, surpassing the 1.6 billion pairs of shoes in the United States, ranking first in the world, and will further expand, with the trend of constantly improving the grade. With the development of domestic economy, the consumption trend of footwear products in China is gradually increasing; In the shoemaking industry, with the increasing export share year by year, the market share of high-end products in the domestic market is also rising.
It is precisely because of this good market opportunity and the growing development trend that Paul of England, combining some superior resources in leather goods, began to target this huge leather shoes market and started a long road of brand transformation. During the nearly ten years of development in China, British Paul mainly focuses on golf products, clothing products and luggage products in leather goods series, and has a sales network channel covering large and medium-sized cities in China. Paul's sales staff told reporters that since 23, Paul in England began to formally enter the leather shoes industry. In the first six months, Paul in England began to develop, design and produce new leather shoes products with great enthusiasm, invested huge funds and manpower, and used the existing leather goods sales network channels in the shortest time to spread the goods to the terminal market in time, but unfortunately, the market did not only believe in enthusiasm.
in the following year or so, Paul's performance in the leather shoes market was not as good as expected, but showed signs of shrinking. Consumers did not buy this royal brand from Britain, and some British Paul's specialty stores in China had to move the leather shoes products to an inconspicuous corner. Although British Paul has some marketing experience in China, he has gained market recognition for his brand awareness and recognition in golf series, clothing and leather goods. However, consumers can't find a feeling for this English-originated Paul leather shoes. This royal brand has encountered an unexpected dilemma in its strategic goal of extending to footwear. Still returning?
Paul's shoe-making failure
In early p>25, Paul in England formally appointed Li Jiancong, the head of the new generation of Paul's shoe business. As the saying goes, the new official took office with three fires. After Li took office, on the one hand, he improved and improved the details and quality of leather shoes and strengthened the strength of new development, on the other hand, he made enough efforts in enterprise management and marketing. This third fire was to quickly introduce a local professional consulting company as a strategic partner for repositioning the footwear brand, thus opening the second wave of Paul's shoe making.
As for the domestic market, Li Jiancong focused on strengthening his local awareness while building his internal strength. "From the current point of view, the current market situation of China's footwear products mainly has the following characteristics: First, the overall development form of China's footwear products is getting better, but the profits of export products will gradually decrease, and the competition in the domestic market will become increasingly fierce; Secondly, although China's footwear industry has begun to take shape, behind the scale is the chaotic market competition order, uneven product quality and the power of production enterprises; Finally, under the external pressure, the industry reshuffle is imminent, and the shoe-making industry has entered the era of brand marketing; China's entry into WTO is conducive to the entry of a large number of foreign high-end brands and the growth of joint venture brands jointly produced with large domestic enterprises, which will accelerate the process of industry reshuffle and the role of brands will become increasingly prominent. In view of this, it is meaningful to answer Paul, the royal brand in Waterloo, China:
Paul in England does have a certain popularity, but it is mainly manifested in golf products. The consumption environment of footwear products is very different from the luxury consumption pattern of golf categories, and the characteristics of people who choose luxury goods and mass consumer goods are also different. Overestimating the market growth momentum of footwear products and ignoring the consumption psychology and consumption characteristics of consumers of footwear products will lead to the unsmooth extension of Paul brand. Secondly, Paul is not in place when dealing with the relationship between the extended brand and parent brand. For example, the external promotion message of Paul's overall brand in Britain is-Paul in Britain, showing brand honor, while Paul's positioning in leather shoes promotion is still "showing brand honor". Although this brand promotion has maintained a consistent brand style, this brand promotion positioning is very generalized and does not highlight Paul's differentiated style in leather shoes. Therefore, the positioning of leather shoes brand promotion is not accurate enough, which is also called a major. "Differentiated survival is Paul's way out
Since we have decided to put the word Paul on leather shoes, we have also realized the necessity of understanding the market. How to choose the reference and how to act becomes the key. To enter this market, the relevant competitive pattern has become a compulsory course. As Paul's consulting company, Li Xiaofeng, the general manager of Guangzhou Zhitian Company, analyzed that from the current point of view, first of all, we must admit the fierce competition and the arrival of the brand era. Since we want to make shoes, we must study the current situation of competitive brands of various footwear products in the market and find our own position. Let's first look at the first-line camps: Montagut, crocodile and Goldlion:
Montagut is an old multinational company founded in 188, with And in the past few years, it has made great progress in the global market, especially in Asia and China. Mengtejiao leather shoes have always been noble, elegant and comfortable, stretching out a calm and calm, emphasizing its decent interpretation. Montagut series products will be priced at medium and high-end prices; Its target consumer group is the mature and stable middle class with small achievements; Product appeal points are dignity and quality; The market characteristics are the model of resources * * * in all fields under the brand of the Group.
7 years ago, (French) lacoste Shirt Co., Ltd., founded by the famous tennis player Mr. Henne lacoste, who enjoys the reputation of "crocodile", quickly became famous for its knitted shirts with crocodile graphic logo on the left chest. After years of development, the crocodile's commodity category has also expanded from a single tennis and golf ball sportswear to shoes, belts, perfumes and so on. Its target consumer group is successful and confident men; The product appeal point is the symbol of identity; Advertising slogan-crocodile brand leather shoes, make the first step shine.
As for Ceng Xianzi's Goldlion Group, after more than ten years of continuous innovation, it has successfully established the golden signboard of "Goldlion" in China. Among them, in the field of leather shoes, Goldlion has always followed the franchise channel model, focusing on design and technology. Emphasizing the combination of materials and design, and the integration of fashion and taste has now become a symbol of confidence for men with taste; Its product prices are divided into: medium and high-grade price positioning; The target consumers are successful and mature men, as well as young and enterprising new white-collar workers who advocate individuality; Product appeal points emphasize taste. Judging from several brands in the first-line camp, they are higher than the British brand Paul in terms of popularity and reputation. In the leather shoes market, these brands also occupy more than half of the high-end market.
after getting to know your competitors, as an enterprise with mature brand operation experience, how to break through the jungle and get the opportunity of differentiated survival is the fundamental way for an enterprise to make a living!
is Paul a first-line product or a second-line product?
In addition to the first-line brand platforms such as Crocodile and Goldlion, since 22, domestic shoe-making enterprises, which have sprung up from Zhejiang, Jinjiang and other regions, have quickly realized the transformation from manufacturing factories to brand companies by taking advantage of their scale, and thus become the second-line army in China's shoe market. In addition to the strangulation of first-line brands in air combat, Paul from England who came by air also faced the sniper battles of second-line brands such as Senda, Red Dragonfly and Kangnai on land.
How to land safely and survive the sniper is the key for Paul to turn over. Because the local advantages of second-line brands are even higher than those of first-line brands to some extent, how to see these enterprises will determine whether Paul's sustainable competitiveness can be extended.
for the second-line brand legion, Li Xiaofeng, general manager of the analysis, we first look at Jiangsu Senda, this enterprise was established in 1977. Twenty years later, Senda became the first well-known trademark in China leather shoes industry; From the analysis of brand connotation, Senda leather shoes pay attention to the combination of oriental traditional culture and western shoemaking art, pursue beauty and comfort, fashion and trendy, stress quality, and constantly introduce advanced production technology and management experience from the west, which is one of the leading brands in China shoemaking industry at present; And its product series covers high, medium and low-grade different consumer layers; The target consumer group is concentrated in the middle-income urban population aged 25-35; And always emphasize the concept of comfort of its products; Through the standard, stable and high-quality product strategy, the company has even stepped out of Asia.
as for the red dragonfly products, it is mainly set at the middle and low prices; Delineate the target consumer group of 25-4 years old. This class is full of enthusiasm for life and work, so enterprises focus on humanistic care and emphasize emotional induction; In brand building, use franchise stores; With the help of the media-Wenzhou TV Station, the column "Journey of Red Dragonfly" was jointly organized, and at the same time, the Red Dragonfly Scholarship and Red Dragonfly Star Football Match were used to gain the respect of the market. The cultural brand of "Red Dragonfly" and the marketing channel of "Green Grass Land" were the main guarantees for the success of Red Dragonfly.
with fixed assets of more than 4 million yuan, the annual production scale of Kangnai has reached more than 7 million pairs. Last year, Kangnai took the initiative to cooperate with SATRA, a British global footwear certification institution, and actively tried to participate in the formulation of international trade rules.